BW Jeans is launched by Bermo Enterprises of Schoolcraft to sell brand-name jeans at discount prices

Courtesy PhotoA rack of jeans for women are on display at the BW Jeans store in Plainwell. BW Jeans plans to regularly carry the Levi, Lee and Silver brands.

SCHOOLCRAFT, MI – Brand-named jeans sold at warehouse discount prices is the idea behind BW Jeans Co., a retail store concept that has been launched in two area locations by Bermo Enterprises.

“In a general sense, you’re going to find stuff anywhere from 30 to 70 percent off,” said Blake Bernard, director of marketing for Bermo Enterprises.

BW Jeans (the BW stands for Bermo Warehouse) will sell jeans and other clothing for men, women and children.

“We’re leading with some pretty big brands,” Bernard said.

The store will regularly carry the Levi, Lee and Silver brands. Those are typically going to sell for 25 to 60 off regular retail prices, he said.

The "BW" of BW Jeans Co, stands for Bermo Warehouse.

Schoolcraft-based Bermo Enterprises is an off-price wholesale clothing distributor that opened a BW Jeans location about two weeks ago in Plainwell, at 399 Oaks Crossing Mall, next to the Mancino’s restaurant. It is a 5,000-square-foot location that had been vacant for some time, Bernard said.

Bermo has been working for the past few weeks to convert its Max 10 Family Fashions store at 4417 S. Westnedge Ave. into a BW Jeans. That 6,000-square-foot location has been a Max 10 for about five years.

Each BW Jeans location will employ about 10 full- and part-time workers.

Bernard said there are no plans to convert other Max 10 locations to BW Jeans.
He said the new stores will have a
different product mix and different merchandise
displays than Max 10.

Al Jones / GazetteThe Max 10 Family Fashions clothing store location at South Westendge Avenue and Kilgore Road is being converted into the second of two BW Jeans Co. locations and will reopen Friday.

The Max 10 concept -- nearly all the clothing items for $10 – will continue at more than 30 other Midwest locations. Kalamazoo will continue to have a Max 10 at 1904 Gull Road in Kalamazoo.

Bernard said Bermo tested the BW Jeans concept for three months at temporary locations in Jackson and Coldwater, using a different name (Warehouse Outlet), and the results were favorable.

Hours for the two BW Jeans stores will be 10 a.m. to 9 p.m. Monday through Saturday and 11 a.m. to 6 p.m. Sunday.

Bermo Enterprises was started by Bernard’s father Ed Bernard in 1973. The business buys large lots of brand-name clothing at low wholesale prices. It also manufactures and distributes apparel to more than 2,000 retailers around the world.